Self-promotion: "COKE-CAKES GINGERBREAD FORM" Direct marketing by Mayer/mccann Erickson

Category: Corporate Image & Information
Advertiser: MAYER/McCANN ERICKSON
Product/Service: SELF PROMOTION
Agency: MAYER/McCANN ERICKSON
Date of First Appearance: Dec 20 2010
Entrant Company: MAYER/McCANN ERICKSON, Bratislava, SLOVAK REPUBLIC
Creative Director: Boris Prexta (Mayer/McCann Erickson)
Copywriter: Juraj Stehlik (Mayer/McCann Erickson)
Art Director: Peter Brusko (Mayer/McCann Erickson)
Account Director: Martin Hala (Mayer/McCann Erickson)
Head of Production: Martin Bobula (Mayer/McCann Erickson)
Production: Marek Mikulasi (Mayer/McCann Erickson)
Media placement: Christmas gift for our client Coca-cola - sent to the members of top management of Coca-cola company - 20. December 2010

Describe the brief/objective of the direct campaign.
To send original, remarkable Christmas present and New Years wish by agency to marketing people and management of Coca-Cola Slovakia and Coca-Cola Czech Republic.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to create something to reflect good relationships between the Agency and the Client. Something simple but attractive and valuable so people won't throw it into a bin like it is common with Christmas mails and presents from other business partners.

Explain why the creative execution was relevant to the product or service.
Coca-Cola belongs to Christmas in the whole world. And so it is with baking Christmas cookies too. In Slovakia and Czech republic there is a tradition that people in families bake their own gingerbread cakes in different shapes using many different forms and recipes “enjoying the happiness of being together”. We merged this tradition and the Coca-Cola brand into a unique gift – a metal form for cutting gingerbread cakes in the shape of Coca-Cola bottle. We also created a proper package design with our own recipe and warm wish inside.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Coke-Cakes - Gingerbread Form was awarded as the best creative New Years wish in Slovakia by specialised advertising magazine Strategie. But more so happiness has been brought to us by internal competition for the most beautiful cake and plenty of whole-hearted calls from the Coca-Cola people.